Aug
28

Slump ditty ditty dump – moving on and upwards in marketing

If you’ve been in business or sales for any amount of time, you’ve had a slump.

We alllll have.

Anyone telling you otherwise is… lying.

The key though is hoisting your shorts up, getting focused, and grinding through the down times.

Easier said than done at times.

After 13 years in this business, and many other years in past businesses and sales positions, I’ve had more than my fair share.

You know what?

Slumps ALWAYS come to an end…

…if you have the tenacity to stick to it – and do some things you won’t want to do.

There’s an entrepreneur I’ve known for many years.

She has been in the same retail business throughout the time I’ve known her.

She sells a product that a segment of the population LOVES… and her retail space is located in the ideal spot for that segment.

And now I have to say… WAS.

Her space is now occupied by someone else.

She is out of business. I’m guessing…never to return.

Why?

She had her slumps.

She’d buy me lunch, attend my workshops, and buy my products.

But…

…she NEVER took consistent action.

Sometimes she’d LISTEN and up her game with some email newsletters. Special promos. Story-based campaigns.

They were fun to read…engaging…and mouth watering (she sold a high end, niche food product).

She had the ultimate customer story too – a regular client who had her Fedex her product halfway across the world.

She could have milked that story for mucho dinero…but didn’t.

She could have done highly targeted marketing within the area her shop was at…she didn’t.

She could have done weekly or monthly themed events at her shop…but didn’t.

She could have leveraged her customer stories into a membership program and monthly “bundle in a box” program… but couldn’t be bothered.

Instead, she chose to WAIT for business.

WAIT for them to find her.

WAIT for them to find a single compelling reason to try her out.

WAIT for them to come back and buy again.

You know what?

The waiting game FAILED her…and now she is out of business.

Which is exactly what happens to most entrepreneurs who fall into a slump, and do nothing to claw their way back out… bigger and better.

There’s some crazy stuff going on out there right now in the markets and economies.

Some people are thriving right now.

Others are panicking.

The choice is always yours.

If you want a very simple way to consistently grow your sales THIS YEAR AND NEXT…you have to take charge and up your game and motivate your marketing.

You need to do MORE marketing.
Better marketing.
Consistent marketing.

* And story-based marketing.

THAT is how you up the ante and grow your revenues.

I am doing something different right now.

It’s not free – but it’s reaaaal close.

This is a simple and inexpensive way you can master your marketing and excel at story-based marketing.

Here’s the dirt – and the details:
https://smallbusinesscopywriter.com/story-playbook/

Troy

Feb
04

Jim Palmer Interviews Troy White about story selling

Jim Palmer is a friend, business associate and damned fine marketer.

I had the great pleasure to be interviewed by him about the use of stories in your marketing.

If you don’t know by now, stories are one of my ultimate marketing tools for my clients’ campaigns, and my own.

Not only are stories in business underused… they are one of your greatest assets.

NOTHING beats a good story in B2B or B2C sales…

…and this audio shows you some simple ways to leverage stories in your marketing.

Click on the graphic to get the interview mp3…

Jim-Palmer-Troy-White-Story-Selling

Feb
23

Is it ethical to use a “Tommy” in your marketing?

I have been asked quite a few times about using fictional characters
in story telling and marketing.

The question is: “When you create a fictional character, is itunethical? Or is it a good idea?”Which is a GREAT question.

Story telling and marketing are ALL about capturing peoples
attention and imagination.

And characters are what do that for you.

Sometimes you are better off using yourself as the main character
in your marketing

(for ex. I have often spoken about Saddleback Leather and the
Million Dollar Lobster story – both use real characters based on the
owners of the company)

But there also times when fictional characters can do some
incredible things to boost your customer loyalty and following.

This article shares success stories from both real and fictional
characters…

…along with some important questions to ask yourself in figuring
out how best to do your own story design.

Find out how Tommy Bahama and Harry Rosen master their marketing

Enjoy,

Troy

Nov
30

Using simple videos for lead generation and conversion (for techtards like me)

I saw an article this week showing their research results on email
open rates.

Using “new video” in the subject line boosts open rates
by 7-13%.

If you’ve been reading my newsletter for long (it’s been
around almost 11 years!)… you know I haven’t done much with
video in the past.

But I have used it and am using it much more.

Personally, I prefer text.

But shorter videos can be excellent for personal branding, for
building trust, and for building your content archive (which of
course means more traffic back to your sites and blogs).

A couple years ago we got a massive snowstorm in Calgary… in
April.

Rather than moaning and groaning about it... I grabbed my camera,
my XShot stick (holds the video camera for you while you walk)…
and my dog for a walk.

And created this…

Major success for me.

Got lots of comments (meaning building trust)… and orders.

Just this morning I nearly froze my lily white … fingers … off
and created this video

((no idea why I like to wait until its freezing or blizzarding out
to do my videos… a therapist could probably help me with that))

My point is…

* People LOVE video
* Google LOVES video
* Bank accounts LOVE video

* YOU should LOVE video too.

I now use my iPhone (with a Glif to mount the phone to a tripod or
Xshot stick).

I used other cameras, but the new phones work awesome for this.

I don’t even bother with a microphone – I prefer ‘keeping
it real’ (and simple) – and I am not very smart with do hickeys
so no microphone is much simpler for lil ole me.

I do one take videos.

Shorter – 2-5 minutes.

Upload to my iMac (*I use IMovie to cut out beginning and end of me
turning on and off camera – and to cut out parts of me picking up
said frozen fingers).

Then I use iMovie to automatically upload to Youtube.

You can also just upload directly to youtube from your phone or
camera (I thought the visual of my finger falling off might be too
graphic so I cut it out 🙂

Videos can be simple and will generate you both leads and clients.

Give them a try and please feel free to share them!

Have a great weekend.

Troy

PS: True story – the second and third videos I tried to do this
morning while walking at the dog park didn’t work so well – the
camera froze up and stopped working! Got one video done anyhow –
total time invested – 5 mins to shoot – 3 mins to edit – uploading
to youtube happens behind the scene so no real time of mine to do
it.

Nov
23

Awesome Gift Ideas for Guitar Lovers

Not only is this an excellent resource for Christmas gift ideas for the guitar lovers in your life…

…it is ALSO an exceptional way to create a funky ‘about us’ page for your site.

I always talk about Saddleback Leather (https://www.sbackleather.com) and share their pages as excellent examples of how to use stories in your marketing.

…low and behold…

…the marketing guy from Saddleback Leather has his own creative inspiration and designs a line of awesome gifts for guitar lovers…

…and creates the ULTIMATE story selling “About Us” page on his guitar lover site- https://www.whippingpost.com/pages/about

You know what?

If you did the one line inventory of stories exercise… you just wrote a new about us page for your sites!

Model this template – I LOVE IT.

Happy shopping.

Troy

Great gifts for guitar lovers

Great gifts for guitar lovers

Nov
19

Using waterboarding pigs and sensory deprivation on cows in your marketing

An admission: I have a man-crush on Dave Munson of Saddleback Leather https://www.sbackleather.com

Here is a guy that absolutely ROCKS using ‘personality in pixels’ and

saddleback-leather-Dave-Munson

Dave Munson and family on another Saddleback Leather Trip

his website is loaded with incredible examples of marketing using
stories.

Waterboarding pigs and sensory depravation on cows is just one itty bitty example of the great marketing he does on his site.

 

I have written many times about Dave Munson and Saddleback Leather – if you haven’t invested some time poking around their site and noting how they use stories to sell – do it now https://www.sbackleather.com

Just noticed some new things he had put up that I wanted to point out.

Notice how simple this is – how he weaves personality and humor into the Saddleback Leather sales copy – and how un-pushy his sales process is.

After reading through his Saddleback Leather site (and buying Troy a xmas present while there 🙂 – take some ideas on how to sell using personality driven copy like this and apply it to your own site – quickly!

A few snippets from the Saddleback Leather site:

(for guys: what to say to convince your honey you need these leather goods)

* I don’t know why, but owning a hope and a dream like this,
makes me want to just sit down on the couch and OPEN UP about the
hopes and dreams we share.

* Think of all of the extra TIME we’d spend TOGETHER on our
long walks holding hands and showing off the leather.

(for girls: what to say to convince your hubby you need these
leather goods)

* You know, I feel frisky just thinking about that leather piece.

* I don’t think I’d need to go shopping for another thing
all year after buying something like this.

(for the both of you – from Dave: what he says to convince the both
of you need these leather goods)

You’ll be more popular. You’ll have more friends.
What’s wrong, you chicken? I might invite you to my birthday
party. If you don’t buy this case, then next year, when
you’re scouring the internet again looking for your next garage
sale piece because yours is already torn or broken, your mind will
drift back to my words. You’ll slowly shake your head and say,
“Man, was that guy right or what”. And then you’ll
slightly squint, press your lips together and give a few small
nods.

I tell you what, buy it now or kick yourself later.

I’ve made this for you to break in. It’ll take a few months
until it really starts to look cool, and you’ll have to use it
a lot. In fact, the more you use it, the better it looks (and it
already looks great). It’ll eventually form to the places on
your body it touches regularly. The edges will soften and round
some to become even more chic and classic looking than it already
does.

Where can I see one of these cases in person?

I don’t have any of the items in stores and we’re not big
fans of folks coming to our home because of the weirdo factor. My
sister, Patricia, and her husband (my Chess and Scrabble nemesis)
send out the leather from their place near Ft. Worth, Texas. But
again, because of the weirdo factor, they don’t want you
dropping by there either. If it helps, everyone tells me that
they’re much more impressed with them in person.

SEE?

Simple.

Funny.

Does exactly what it needs to do.

Saddleback Leather is a PRIME example of how to use personality in your marketing and how to excel marketing online.

GREAT CHRISTMAS PRESENTS HERE TOO
https://www.sbackleather.com

Have a great day.

Troy

PS: I interviewed Dave Munson a while back about Saddleback Leather and what he had done with it.

He gave me one insight on where he finds clients that I NEVER WOULD HAVE GUESSED.

I have never shared this idea with anyone before.

And I am not going to here.

But, if you want to take your personality-driven up ten notches, get a ready to roll blog system designed for you, get copy and paste emails to use in your marketing, get weekly masterminding, free products from me ($497 worth of product – yours free if you join me here)…

…AND get Dave’s free marketing tip…

…Invest the whopping $25 and start plugging into the Empower Network with me.

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Try it out for a month (you still get all these bonuses)

THEN make an educated decision if this is not the best internet marketing training system in the world.

It created a full time income for me in 2 months…

…what can it do for you?

Just join for $25 and decide after I show you the inside track
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